Abstract:

Consumer cynicism is explained by negative emotions such as fear of being deceived, insecurity, anxiety, and anxiety felt towards businesses. Identifying the antecedents and consequences of consumer cynicism may contribute to the emergence of a trust-based communication and relationship between consumers and businesses. When the national literature is examined, a limited number of studies on consumer cynicism have been found and it has been seen that a significant part of these studies have been done recently. The aim of this study is to propose a conceptual model for consumer cynicism, unlike other studies in the national literature. For this aim, the national literature on consumer cynicism was systematically searched using the SPAR-4-SLR Protocol. As a result of the literature review, content analyzes of 18 studies were made. By conducting content analysis of 18 scientific studies, bibliometric data were obtained on the antecedents and consequences of consumer cynicism, as well as on the demographic characteristics of consumers, where consumer cynicism differs significantly. Visualizations were made for bibliometric data obtained using UCINET and NetDraw programs. As a result, a conceptual model for consumer cynicism was developed and proposed based on the findings. Discussion of the results of the study was provided.

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